PlayUp, New Jersey Devils Team Up To Start NHL Season

Two days after securing an online sports betting license in New Jersey, PlayUp has partnered with the Garden State’s NHL team.

The multi-year agreement, announced today via press release, includes PlayUp becoming the presenting partner of the Devils’ newly redesigned PlayUp Studio.

Fittingly, the New Jersey Devils will open up the 2021 regular season tonight, hosting the Boston Bruins at the Prudential Center in Newark (puck drops at 7 p.m.).

More on PlayUp + Devils partnership

PlayUp is a premium Australian-owned online betting  betting and technology group. The brand is a known commodity in Australia, India, and New Zealand. Play offers online sports betting, horse racing , and daily fantasy sports.

In terms of the partnership with the Devils, here are some additional details:

  • Serve as  presenting partner of the Devils’ season preview show, as well as the Pre-Game Live Show before all home games
  • An in-arena activation location, called the “PlayUp Sports Lounge,” for its soon-to-launch online sports betting app
  • Branding will appear on a TV-visible dasherboard, corner in-ice logo and virtual signage

With the NJ sports betting app being close to launch, Laila Mintas, PlayUP USA CEO, said “engaging New Jersey sports fans is extremely important for us.”

“This unique, digital-focused partnership provides PlayUp with several opportunities to connect with New Jersey Devils fans,” said Mintas.

Devils hope to score with digital audiences

The Devils had record-setting fan engagement on digital and social media platforms this offseason, said Adam Cross, a senior vice president for the team’s owner, Harris Blitzer Sports & Entertainment.

Cross said PlayUp shares their vision for amplifying those experiences.

“PlayUp is a partner that shares our commitment to providing top-notch and progressive digital experiences for each and every fan,” he said. 

The Devils were among the first U.S. major professional sports teams to embrace sponsorship deals with gaming companies.

For the 2018-19 season, the team partners included:

  • William Hill 
  • FanDuel
  • Caesars Entertainment

The Devils also have a sponsorship deal with Unibet.

And that deal was announced right after the app launch.

Welcome to NJ, PlayUp

PlayUp  was recently approved to operate online sports betting in New Jersey and Colorado.

According to the press release, PlayUp will be launching its new app and website within the next few weeks.

The online sports betting skin will arrive  via a land-based partnership with Freehold Raceway. And at the moment, it looks they will be the first for the Monmouth County racetrack.

The license holder is a newcomer to the NJ sports betting game. The Parx-branded retail sportsbook started taking bets last fall. Freehold is a joint venture between Greenwood Racing and Penn National Gaming.

But for now, this deal with the Devils will help with introducing the product to an already crowded market.

There are currently 19 NJ sports betting apps.



About the Author

David Danzis

David Danzis is an award-winning journalist who has covered business, politics, government, education, and sports in New Jersey. Most recently, he wrote about Atlantic City casinos, online gaming, and sports betting for The Press of Atlantic City. David is a graduate of Rutgers University.